RKD conducted a Google Ad Grant Campaign that brought:

7x

donations

116%

increase in conversions across all campaigns

28x

conversions from branded ad copy

The Challenge

Recovering from Hurricane Harvey Disaster

In 2017, Hurricane Harvey evacuations left a greater need for animal shelters and care for these abandoned animals. The SPCA of Texas deployed disaster response efforts in North Texas to assist the Gulf Coast and needed to generate awareness for their services, raise funds and recruit volunteers quickly.

The Solution

Driving Traffic With a Google Ad Grant Campaign

RKD Group worked with SPCA to update their branded ad copy. They created a Hurricane Harvey specific campaign and implemented sitelinks in their Google Ad Grants account to generate awareness and attract Search traffic surrounding animal relief efforts, rescues, adoptions and volunteering opportunities related to the hurricane.

Breakthrough

Boost in Donations, Awareness and Engagement

Implementing these Google Ad optimization strategies during the disaster was critical to caring for animals in need. The Ad Grants account effectively generated awareness and engagement to help with the influx of animals in the SPCA’s care during the hurricane. Donations driven by Google Ads increased 723% compared to the previous year. The updated branded ad copy resulted in an increase of 2830% in conversions, successfully capturing the increase in brand traffic due to the news coverage of the organization’s relief efforts.

Implementing these Google Ad optimization strategies during the disaster was critical to caring for animals in need. The Ad Grants account effectively generated awareness and engagement to help with the influx of animals in the SPCA’s care during the hurricane. Donations driven by Google Ads increased 723% compared to the previous year. The updated branded ad copy resulted in an increase of 2830% in conversions, successfully capturing the increase in brand traffic due to the news coverage of the organization’s relief efforts.